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Stärkung von Markenidentität. Verhaltenswissenschaftliche Ansätze im Neuromarketing by Patrick Metz

Stärkung von Markenidentität. Verhaltenswissenschaftliche Ansätze im Neuromarketing

by Patrick Metz
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Book cover type: Paperback
  • ISBN13: 9783668138254
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 36
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 59 grams
  • BISAC Subject(s): Marketing / General

Akademische Arbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Bayerische Julius-Maximilians-Universität Würzburg, Sprache: Deutsch, Abstract: Aus Sicht von Anbietern ist das wesentliche Ziel, die Ressourcen eines Unternehmens mithilfe operativer und strategischer Markenmanagemententscheidungen so zu bündeln, dass eine erfolgreiche Positionierung einer Luxusmarke auf dem Markt erreicht werden kann. Der entstehende Wettbewerbsvorteil, welcher sich in einer konsistenten, kontinuierlichen und unverwechselbaren Markenidentität äu ert, ermöglicht es, das übergeordnete Ziel einer nachhaltigen Steigerung des Unternehmenswerts zu verfolgen. Nachfolgend steht nun die Sicht der Nachfrager im Mittelpunkt der Betrachtung. Insbesondere erhält das Markenimage einen hohen Stellenwert bei der Erforschung des Kaufverhaltens In diesem Zusammenhang setzen sich die verhaltenswissenschaftlichen Ansätze zum Ziel, das beobachtbare Verhalten von Konsumenten verstehbar und theoretisch erklärbar zu machen, um daraus ableitend Gesetzmä igkeiten zu formulieren und Implikationen für die Gestaltung einer geeigneten Markenidentität zu liefern. Aus dem Inhalt: - Neuromarketing in der verhaltenswissenschaftlichen Theorie; - Behavioristischer Ansatz, Neobehavioristischer Ansatz, Kognitiver Ansatz; - Methoden der neurowisenschaftlichen Forschung; - Anwendung der Methoden im Rahmen des Neuromarketings.

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